Empirical Generalizability of Consumer Evaluations of Brand Extensions
- Topics:
- Brand Strategy,
- Marketing Strategy
- Tags:
- Brand,
- Branding,
- Marketing,
- University Of Hamburg
- Source:
- University of Hamburg
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Overview: This research investigates the significance and relative importance of factors affecting consumer evaluations of brand extensions across a broad set of circumstances. Based on a systematic literature review of leading marketing journals it identifies 25 hypotheses concerning 16 main effects and 9 interaction effects of such brand extension success factors which are tested empirically using two large scale consumer samples (n = 3343 respondents) as well as panel data. It investigates 162 fast moving consumer good brand extensions stemming from 70 well-known parent brands within more than 80 extension categories.
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Format: PDF | Size: 167KB | Date: Mar 2004 | Pages: 37
